Proof Point:

Energiser’s latest battery was now proven to be 35% longer lasting than its predecessor.

Problem:

1. Every other brand in the market was claiming to be longer lasting albeit through various claims and semantics.

2. As a premium alkaline brand, its purchase are often induced through promo packs and bundles as opposed to blister packs.

Objective:

1. Grow market share by 2%. Energizer was already the market leader at 38%.

2. Achieve average social media engagement rate of 2%.

3. Increase the product offtake (value) from the corresponding quarter in 2015.

Comprised of 2 phases; Qualifiers and Finale.

Qualifiers:

‘Blacked out’ mobile stores filled with household goods were placed at 7 malls for 3 days.

With every Energizer purchase, shoppers were given an Energizer headlight, a shopping basket and shopping list with the aim of collecting as many items on the list in 35 seconds.

Over 5000 shoppers participated in the activation.

Finale:

An entire hypermarket was blacked out with 7 winners given 10 minutes of free shopping.

Roll-out:

1. Launched with a call-to-action online film that quickly gained traction.

2. Deployed on-ground promoters, point-of-sale and Facebook to announce mechanics, mobile store locations,

leaderboard and winners of the qualifier stages. For the finale, the media also were invited to participate, that led to

extensive coverage.

3. Video posts of the finale were seeded to various portals and influencers.